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If you want to learn 28 Insider Digital PR Secrets on how to:

> build a massive audience of true fans endorsing your business
> grow your traffic exponentially with inbound marketing
> persuade A-list influencers to share your message

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social follower contract

It’s time for a Monday Challenge again. Here we go:

How should I prioritize where to put my time and energy between all various opportunities and social channels in digital marketing? — Camilla, Sweden.

It’s sort of becoming my modus operandi to recommend a shift in perspective. But a shift in perspective is exactly what’s needed here!

Instead of thinking about where to put energy and resources, I suggest focus on what you might have to say and whether or not this will be interesting to anyone or not.

Like this:

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Imagine two guys. They live in the same place, they have similar jobs, they drive comparable cars and they have the same type of family constellation and socio-economic backgrounds. They’re both Average Joes in many ways. Now, will you reach both of them through the same channels?

In corporate communication, how we group people is often referred to as ‘segmentation’. And how you segment your market is important. Your success depends on it.

But we must stop grouping people on basis of their age, gender and location. We must find our way back to the ‘publics’ in public relations.

Here’s why (and how):

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How To Find Publics Online — And How To Activate Them


Do you know exactly who you want to reach, but not exactly where to find them online? In this Monday Challenge, we’re looking into how to find the people you want to reach.

My biggest challenge is to find my target group. I know who I want to reach, but where do I find them digitally — and how do I stand out from the crowd in that channel? – Eva-Lena, Sweden.

I love this question, but it’s a tough one to answer, since it focuses on the core challenge of all marketing; how to find and reach the right people with the right message.

Here’s how I would tackle the question:

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Set An Engagement Bottom Line (EBL) To Increase Social Sharing


Are you responsible for your company’s blog? And are you struggling with sharing numbers that never seems to go up, no matter how awesome content you produce? And as a result, are you also struggling with determining how much content to actually produce — and how often to post?

Well, you’re not alone. There are a great number of corporate blogs out there that never seems to catch a break. Either they give up or they keep pouring time and resources into creating content that few people ever get to benefit from.

But I’ve got an alternative solution for you in this post:

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A Social Media Strategy For Long Sales Cycles

for sale

I’m starting a new series, Monday Challenges. Every Monday I will answer or discuss a question or challenge sent in by my readers. Hopefully you’ll find this format relevant and valuable.

Without further ado, here’s this week’s challenge:

How can we use social media to sell and market a product that people buy very seldom? — Rebecka, Sweden.

Interesting, right? Let’s dive right in:

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